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Distribuzione organizzata vs. negozio specializzato: uno studio sulle preferenze del consumatore italiano di carne bovina

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  • Leonardo Casini
  • Nicola Marinelli
  • Gabriele Scozzafava

Abstract

The evolution of consumer profiles highlights, for food products and specifically for beef, a growing attention to a number of specific features related to food quality and safety, and environmental and animal welfare issues. Because of this, it is more and more important to understand the consumer?s choice dynamics in order to develop differentiated marketing, commercial and communication strategies which also make use of different distribution channels. This study was conceived with the aim of analysing the different motives and purchase behaviours of beef consumers in the two main distribution channels: Modern Distribution (md) and specialised shops (butcher shops). The research is based on an internet administered questionnaire to a representative sample of 1500 beef consumers. Within the questionnaire a Visual Choice Experiment was proposed and its results were analysed using a Multinomial Logit Model. The results show different consumer characteristics in the two distribution channels which were analyzed, highlighting how the same product attributes have different meanings and relevance. Such results may supply strategic information for packaging, pricing and general commercialisation strategies to be implemented by the different agents in the distribution sector.

Suggested Citation

  • Leonardo Casini & Nicola Marinelli & Gabriele Scozzafava, 2013. "Distribuzione organizzata vs. negozio specializzato: uno studio sulle preferenze del consumatore italiano di carne bovina," Economia agro-alimentare, FrancoAngeli Editore, vol. 15(1), pages 157-181.
    • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2013-001008
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    References listed on IDEAS

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    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General

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